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Social Media
Monetization & Measurement
Adam Lavelle, Chief Strategy Officer, iCrossing
April 26, 2012
What is a moment?

moment – (physics): a tendency to produce motion,
       esp rotation about a point or axis




                                                    2
Which moments are worth owning?

              Exploring         Point of Sale     Use of Product    Advocacy/WOM


                                    First            Second             Third
Advertising                       Moment             Moment            Moment
                                  of Truth           of Truth          of Truth




                The online      The 3-7 seconds       When you       What you say to
              decision-making    when you are        experience      others about the
                moment(s)        staring at the      the product         product
                                products on the
                                      shelf


               Jim Lecinski,,     A.G. Lafley,       A.G. Lafley,    Pete Blackshaw,
                  Google             P&G                P&G               Nestle




                                                                                        3
Source: Forrester


                    4
Source: Forrester


                    5
6
Making the moments matter




                            7
Buying attention alone is not sustainable

                          When bought media ‘goes dark’ there is no
                       conversation between the brand and the audience
  Attention




                                               Launch         End
              Launch            End




                                           Time
                                                                         8
Bought, earned, owned build value
                     * To succeed, earned and owned have to be always-on




                                                              Bought
 Attention




                                                                   End




                                           Bought    Launch



                                               End




                       Bought

                           End
                                  Launch
                                                              Earned &
                                                               Owned
                                                                         *
             Launc
               h




                                           Time
                                                                             9
10
11
12
13
14
CTR for ‘social’ email…

                                        (% of total)
                                      January 2012


                                                                               9.6%




                              5.4%
                                                           5.0%


         2.6%




   CTR without sharing   CTR with Facebook             CTR with Twitter   CTR with Linkedin




                                                                                       Source: GetResponse


                                                                                                             15
Time Spent on Site by Log-in Type

                         (Minutes)
                       January 2012

           12



                              8


                                               5




       Social log-in    Standard log-in   Not logged in




                                                          Source: Gigya


                                                                          16
Time Spent on Site by Plug-in Interaction

                      (Minutes, after clicking a plug-in)
                              January 2012

       15.6

                  12.5
                                     11.6
                                                            10.3




                                                                                5.0




      Comments   Newsfeed            Shares        Log-in (site & social)   No interaction




                                                                                             Source: Gigya


                                                                                                             17
Human beings know they are ‘influentials’


                                                                   Millenials        Xers         Boomers         Seniors

 I am an influential information source                               73%            53%             51%            44%

 I regularly influence friends and family to buy or not to buy a
                                                                      69%            49%             41%            27%
 particular product or service
 Using social network sites has made it easier for me to decide
                                                                      61%            46%             36%            29%
 on what to buy
 Using social network sites to share my shopping and product
                                                                      51%            33%             19%             9%
 experiences make me feel empowered

  Women’s marketplace influence self-assessment

                                                                   73% of young adult women
                                                                   describe themselves as influential
                                                                   information sources
                                                                   Ipsos Mendelsohn /Fleishman Hillard /Hearst, Jan 2012




                                                                                                                            18
Purchasing ‘inside’ social – not so much…

               Product Purchase Intent, via Facebook Retailer Page
                                                (% of respondents)
                                                December 2011

          34%
                                 32%




                                                        15%

                                                                             10%               9%




   Would never purchase   Do not use Facebook    Did not know possible   Would purchase   Have purchased




                                                                                                           Source: Oracle


                                                                                                                            19
Average revenue per order…


                                      Revenue Per Order
   $300.0

   $250.0

   $200.0

   $150.0

   $100.0

    $50.0

    $0.00
            All Digital   Display   Paid Search   Natural   Affiliates   Comparison    Email    Social Media
            Channels      Average    Average      Search    Average       Shopping    Average     Average
            Average                               Average                 Average




                                                                                       Source: February 2012 by ClearSaleing


                                                                                                                               20
Is this true?




                21
Thank you McKinsey, for having a chart…
    Social media enables targeted marketing responses at
    individual touch points along the consumer decision journey.
                                                           1. Monitor               2. Respond          3. Amplify              4. Lead
                                                             Social channels          to consumers’       current positive         changes in sentiment
                                                             for trends, insights     comments            activity/tone            or behavior


                                              Consider      Brand monitoring         Crisis              Referrals and            Brand content
                                                                                     management          recommendations          awareness


                                              Evaluate                                                                            Product launches
     Steps in the consumer decision journey




                                              Buy                                                                                 Targeted deals,
                                                                                                                                  offers


                                              Experience                             Customer service    Fostering                Customer input
                                                                                                         communities


                                              Advocate                                                   Brand advocacy



                                              Bond




                                                                                                                             Source: Expert interviews; McKinsey analysis


                                                                                                                                                                            22
Which moments matter, and how
do we make them happen well?




                                23
Thank you

            Adam Lavelle
Chief Strategy Officer, iCrossing

     Find out more at www.icrossing.com
         Follow us on Twitter @icrossing
 Become a fan at Facebook.com/icrossing

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Connected Moments: Measuring and Monetizing Social Media - Adam Lavelle - iCrossing

  • 1. Social Media Monetization & Measurement Adam Lavelle, Chief Strategy Officer, iCrossing April 26, 2012
  • 2. What is a moment? moment – (physics): a tendency to produce motion, esp rotation about a point or axis 2
  • 3. Which moments are worth owning? Exploring Point of Sale Use of Product Advocacy/WOM First Second Third Advertising Moment Moment Moment of Truth of Truth of Truth The online The 3-7 seconds When you What you say to decision-making when you are experience others about the moment(s) staring at the the product product products on the shelf Jim Lecinski,, A.G. Lafley, A.G. Lafley, Pete Blackshaw, Google P&G P&G Nestle 3
  • 6. 6
  • 8. Buying attention alone is not sustainable When bought media ‘goes dark’ there is no conversation between the brand and the audience Attention Launch End Launch End Time 8
  • 9. Bought, earned, owned build value * To succeed, earned and owned have to be always-on Bought Attention End Bought Launch End Bought End Launch Earned & Owned * Launc h Time 9
  • 10. 10
  • 11. 11
  • 12. 12
  • 13. 13
  • 14. 14
  • 15. CTR for ‘social’ email… (% of total) January 2012 9.6% 5.4% 5.0% 2.6% CTR without sharing CTR with Facebook CTR with Twitter CTR with Linkedin Source: GetResponse 15
  • 16. Time Spent on Site by Log-in Type (Minutes) January 2012 12 8 5 Social log-in Standard log-in Not logged in Source: Gigya 16
  • 17. Time Spent on Site by Plug-in Interaction (Minutes, after clicking a plug-in) January 2012 15.6 12.5 11.6 10.3 5.0 Comments Newsfeed Shares Log-in (site & social) No interaction Source: Gigya 17
  • 18. Human beings know they are ‘influentials’ Millenials Xers Boomers Seniors I am an influential information source 73% 53% 51% 44% I regularly influence friends and family to buy or not to buy a 69% 49% 41% 27% particular product or service Using social network sites has made it easier for me to decide 61% 46% 36% 29% on what to buy Using social network sites to share my shopping and product 51% 33% 19% 9% experiences make me feel empowered Women’s marketplace influence self-assessment 73% of young adult women describe themselves as influential information sources Ipsos Mendelsohn /Fleishman Hillard /Hearst, Jan 2012 18
  • 19. Purchasing ‘inside’ social – not so much… Product Purchase Intent, via Facebook Retailer Page (% of respondents) December 2011 34% 32% 15% 10% 9% Would never purchase Do not use Facebook Did not know possible Would purchase Have purchased Source: Oracle 19
  • 20. Average revenue per order… Revenue Per Order $300.0 $250.0 $200.0 $150.0 $100.0 $50.0 $0.00 All Digital Display Paid Search Natural Affiliates Comparison Email Social Media Channels Average Average Search Average Shopping Average Average Average Average Average Source: February 2012 by ClearSaleing 20
  • 22. Thank you McKinsey, for having a chart… Social media enables targeted marketing responses at individual touch points along the consumer decision journey. 1. Monitor 2. Respond 3. Amplify 4. Lead Social channels to consumers’ current positive changes in sentiment for trends, insights comments activity/tone or behavior Consider Brand monitoring Crisis Referrals and Brand content management recommendations awareness Evaluate Product launches Steps in the consumer decision journey Buy Targeted deals, offers Experience Customer service Fostering Customer input communities Advocate Brand advocacy Bond Source: Expert interviews; McKinsey analysis 22
  • 23. Which moments matter, and how do we make them happen well? 23
  • 24. Thank you Adam Lavelle Chief Strategy Officer, iCrossing Find out more at www.icrossing.com Follow us on Twitter @icrossing Become a fan at Facebook.com/icrossing